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success stories

E-Commerce (Food Delivery) Zomato

23%

Uplift in Brand Favourability

16%

Uplift in Purchase Intent

15%

Increase in all key brand attributes

Background

Zomato is an Indian multinational restaurant aggregator and food delivery company founded by  in 2008. Zomato provides information, menus and user-reviews of restaurants as well as food delivery options from partner restaurants in select cities. As of 2019, the service is available in 24 countries and in more than 10,000 cities

.

Challenge

As a food delivery service Zomato is looking to only target major cities in India as not available nation wide.  Whilst TV gives strong national reach there is an element of wastage due not being able to target specific cities where sales are much higher. audiences, Zomato tasked Finecast with helping extend the reach of their free-to-air buy during key day periods and being able to target specific cities

Approach

Finecast identified cities from the population that best matched the criteria and traits of Zomato’s target audience

Using a combination of data inputs from Census, Nielsen Market Research & and Map My India, as well as CTV location data, Finecast was able to target areas across the country showing high propensity to purchase and activated the campaign on CTVs across the entire BVOD ecosystem solely in these valuable locations

 

Results

Zomato was able to consolidate their BVOD strategy on CTV through Finecast. This enabled them to control frequency and exposure on a holistic household level across the entire BVOD ecosystem on CTVs.

Overall, the campaign has been effective in improving the receptivity to Zomato’s Favorability towards the Brand and Intention to Purchase via Zomato. The campaign has had a persuasive impact in strengthening all the Brand Perceptions across the overall audience.

The campaign contributed to significant

uplifts across Favorability and Purchase

Intent and all the Key Brand Propositions for Zomato amongst the 1824 year olds and 25 34 year olds.

The campaign resonated strongly with both genders segments but has slightly stronger brand favourability uplifts across men.

When compared to Kantar’s India Service

Overall norms, the campaign has performed at

par with other campaigns on Online Ad Awareness and Purchase Intent and well

on Brand Favorability

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